Profile Tags
Tags are internal markers that can be added to profiles manually, during a file import, or via a marketing automation flow. Think of a tag as a label or a sticker — it's either on a profile, or it isn't. Tags are useful for grouping profiles in ways that aren't easily captured by Attributes or Events.
🔐 Who can work with Tags
Any user can create and apply Tags from multiple views across Apsis One — Forms, Segments, file imports, Marketing Automation flows, and more. Tags created in one place become available everywhere else in the same Section.
Account Owners and Admins are the only roles with access to the Data Model, where Tags can be hidden or have their Allowed Operations changed (controlling read/write access from the API and Integrations).
Tag creation stays low-friction so the team can work freely, while structural governance — what stays, what's retired, and what external systems can do with each Tag — remains with the people responsible for the account.
💡 Tags vs. Attributes — at a glance
Attributes hold values: "type of data = data" (e.g. gender = female).
Tags are yes/no: "VIP" = applied, or it isn't.
Attributes often gather data automatically (form submits, integrations). Tags are applied manually, by import, or through Marketing Automation.
In this article
What are Tags?
A tag is like a label or a sticker. Add a tag to profiles as internal markers of a specific status or with a certain source. Tags can be added or removed — not updated like Attributes.
Tags do not contain data. Attributes can be understood as "type of data = data" (gender = female), while Tags are more like "Label = yes / no" (either the Tag is applied or it isn't).
Tags are applied manually, during a file import, a form submit, or via a marketing automation flow. Attributes, on the contrary, gather data automatically and feed it into the Profile. In order for a profile to have a Tag, a user must apply the Tag — or the Tag is added when a file containing profile data is uploaded.
For example, use Tags to categorise profiles and build a Segment, or use them to trigger, personalise, or terminate a marketing automation flow.
🎯 When to use Tags
Audience grouping — VIPs, beta testers, partner contacts, internal team.
Campaign markers — Webinar Participant, Black Friday 2025, Trade Show Lead.
Source tracking — LinkedIn Lead, Newsletter Sign-up, CRM Import April.
Marketing Automation — apply or remove tags inside flows to track progress.
How to create a Tag
Head over to your User Icon and choose Settings.
Choose the Section you are working with and select Data Model in the left menu.
In Data Model, click the Tags tab in the top menu.
Click Add New Tag and name it.
If you want to further adjust your Tag — like specifying its Allowed Operations — first save your Tag and then edit it to see all the available options.
Done? Click Save.
How to edit a Tag
Head over to the Tags tab in Data Model.
Locate the Tag you wish to rename and click the pencil icon.
Edit the Tag and remember to Save.
About Allowed Operations
This setting only applies to operations performed by the API and Integrations. It is intended to give you control over which identifiers can be used to read or write Profile data by external systems.
Done? Click Save.
How to hide Tags
Hidden Tags will not appear in Profiles or any activities within your account, but they will not be deleted.
⚠️ Hiding a Tag cannot be undone.
Locate the Tag you wish to hide. Click the eye icon.
Are you sure you want to proceed? This action cannot be undone. Click Hide to confirm. The Tag will be hidden from profiles and any activities.
Common use cases
Use case | Example tags | Where to apply |
Audience grouping | VIP, Beta tester, Internal team, Partner | Manually in 360 Profile view, via file import, or in Marketing Automation. |
Campaign markers | Webinar Participant, Black Friday 2025, Trade Show Lead | Apply through file import after an event, or via Marketing Automation when a profile interacts with a campaign. |
Source tracking | LinkedIn Lead, Newsletter Sign-up, CRM Import April | Apply at the point of import or form submission to know where each profile came from. |
Lifecycle stages | Onboarding, Active Customer, Churned, Won-back | Update through Marketing Automation as profiles move through your funnel. |
Exclusion lists | Do not contact, Competitor, Internal | Exclude in segments to keep these profiles out of your campaigns. |
Exit markers in Marketing Automation | Exclude from flow | Any profile with the TAG specified in settings will be exited from the flow. |
Test groups | Test profile, A/B group A, A/B group B | Apply manually to your team's test profiles, then exclude or include in send-to settings. |
💡 Tag vs. Attribute — which to use?
Use a Tag when the answer is yes/no ("is this profile a VIP?").
Use an Attribute when you need to store a value ("what is this profile's loyalty tier?").
When in doubt: if you'll ever segment on different values of the same field, use an Attribute.
Tags & integrations
Tags become especially powerful when paired with an integration. Several Apsis One integrations automatically apply Tags to profiles based on activity in the connected system — so you can target audiences in Apsis One using lists, segments, or campaigns maintained in your CRM, ecommerce platform, or lead generation tool.
💡 The pattern
Most integrations work the same way: you sync a list, selection, segment, or campaign from the connected system → matching profiles in Apsis One are tagged with a name reflecting that source → you use the Tag in segmentation, the Email tool's Send To step, or Marketing Automation. When the source list changes, the Tag is added or removed on the next sync.
Integrations that apply Tags
Integration | What gets tagged | Use it to |
Lime CRM | Profiles in synced Campaigns & Filters. | Send Lime-segmented audiences a campaign in Apsis One without rebuilding the segment manually. |
webCRM | Profiles in synced Overviews. | Reach contacts grouped by webCRM sales conditions through Apsis One email or SMS. |
Microsoft Dynamics 365 | Profiles in synced Marketing Lists. | Use a Dynamics Marketing List directly in the Send To step of the Email tool. |
Tribe CRM | Profiles in synced Selections. | Target Tribe Selections with Apsis One campaigns and automation flows. |
efficy CRM | Profiles in synced Profiles or Queries/Selections. | Target efficy Profiles or Queries/Selections with Apsis One campaigns and automation flows. |
How sync behaviour works
Tags applied through an integration are kept in sync with the source system:
When a contact is added to the source list (Campaign, Overview, Marketing List, Selection), the corresponding profile in Apsis One gets the Tag on the next sync.
When a contact is removed from the source list, the Tag is removed from the profile on the next sync.
If the source list is deleted or renamed, the corresponding Tag in Apsis One is no longer maintained — but historical Tag application remains until you remove it manually.
📝 Note
Tag updates from integrations happen on the integration's sync schedule — not in real time. If you've just changed a list in your CRM, allow time for the next full or real-time sync to propagate the change.
Using integration-applied Tags in Apsis One
Once Tags are applied through an integration, they behave like any other Tag in Apsis One. You can:
Build segments that include or exclude profiles with the Tag (combine with other Attributes and Events for richer targeting).
Filter by Tag in the Send To step of the Email or SMS tool to reach only profiles with that Tag.
Trigger or branch Marketing Automation flows based on whether a profile has or has not been tagged.
Listen for tag changes in Marketing Automation — for example, start a flow the moment a profile picks up a Tag from a CRM sync.
Tags & the API
You can also apply, remove, and read Tags through the Apsis One API. This is the right approach when you need to:
Tag profiles from a system that doesn't have a native integration.
Apply Tags in real time based on backend events (e.g. payment processed, support ticket resolved).
Build a custom integration with a niche tool or proprietary system.
Remember the Allowed Operations setting controls which identifiers can read or write a Tag through the API and Integrations — useful for limiting third-party access to sensitive Tags.
Best practice for naming integration-applied Tags
To keep your Data Model tidy and identify the source of each Tag at a glance, follow a consistent naming pattern:
Source-prefixed: Lime: VIP Customers, Dynamics: Trade Show 2025, Tribe: Active Members.
Avoid duplication across systems — two Tags both called "VIP" but coming from different CRMs will cause confusion in segmentation.
Document ownership internally so the team knows which Tags are managed in Apsis One and which sync from elsewhere.
Troubleshooting
I can't find the Tag I created
Tags are created in Settings → Data Model → Tags tab. They are scoped to a specific Section — if you created a Tag in one Section, it won't appear in another. Check you're working in the right Section.
The Tag isn't being applied to imported profiles
When importing a file, you have to actively map the Tag in the import wizard's tagging step. Tags don't auto-apply based on file content. See File Import: Add & Update Profiles.
I hid a Tag — can I get it back?
Hiding a Tag is permanent. The Tag and its associations to profiles are not deleted, but the Tag is removed from all activity, segmentation, and Marketing Automation options. To use it again you'll need to create a new Tag and re-apply it.
The Tag isn't appearing in segmentation
Make sure the Tag is created in the same Section you're building the segment in. Also check the Tag isn't hidden.
Should I use a Tag or an Attribute?
If the data point is binary ("is in our loyalty programme — yes/no"), a Tag is simpler. If it can take different values ("loyalty tier: bronze / silver / gold"), use a Text Attribute. Tags are also better for time-bound markers (campaign attendance, source) since you can apply or remove them through Marketing Automation.